It's not good for competition, it's not good for consumers

Boingo Wireless to Operate Wi-Fi Networks at Six U.K. Airports

I am a bit disappointed with this one. At a time when WiFi is becoming an essential part of the mobile consumers diet, and free WiFi is becoming the norm we see a decision that flys in the face of progress. BAA has moved from having four suppliers of public WiFi in its airports to just one. And one that charges for access.

Today's consumer mobile devices are all about high bandwidth applications and media. The public is just getting used to being able to find public WiFi and free WiFi is becoming more common place. Venues have realised that public WiFi is just as essential as running water to customers. They have also realised that making it free works for consumers and brings them back more often. We all like loyal customers.

But I guess if you are the only game in town and your customers are a captive audience that all goes out the window? It's a pretty low move.

But lets get one thing straight - we like Boingo a lot, and as a company have done a huge amount to push forward WiFi over the years. We also know that its BAA that dictate the terms for customers, not Boingo.

Public WiFi generally works like this. A venue wants to offer a service to its customers, so pays a third party company to run that service for them. BAA works very differently. They charge the WiFi operator a large fixed sum to be present in the airport, and then takes a large revenue share over and above the set annual fee.

Its designed to do one thing only, make as much money as possible. Its not there as a convenience or value add for customers.

Last year I tried to offer BAA significant sums of money, backed by some big brands, to offer Freerunner free WiFi in BAA airports. Sadly we didn't get a call back. Why? Well I couldn't say for sure, but I would imagine that if we provided free WiFi, they can no longer charge other WiFi operators to be present. Therefore they would make a lot less money. Come on BAA, think about your passengers and try and at least match the experience they get in the big wide world.

Besides this being a way to relieve customers of cash, it also doesn't help the user experience. Many will loose the seamless experience they on their mobile device today, because Boingo is a US company and have not done anything to integrate with mobile operators/device manufacturers in Europe yet. Although I am sure that will come soon.

If there has to be paid WiFi at least make sure there is competition to ensure a fair deal for customers.

On the plus side perhaps Google will sponsor access at BAA the same way they have in the US?

So where is this heading? Will BAA encourage others to think about charging customers if there is an opportunity, or will BAA stand out as the only ones and allow some competitors to look good by not charging?

UK gov have been looking keen to apply rates to public WiFi. I think I have just seen an opportunity where it's reasonable for them to do so.....